The future of the SERP – part two

12 May 2026
Things have changed significantly in the SERP over the years.  The search engine results page has evolved from a list of blue links to a multi-format feast of content. From videos and user-generated social search results to shopping ads that are more visual than ever before, the SERP is now multi-format by default. Meanwhile, the rapid rise of the AI Overview means that Google is providing immediate answers to users in a natural, conversational way. Our research (summarised in part one of our recent exploration of the SERP) showed that today’s iteration of Google’s results is more stimulating (24%) and clear (72%) than ever before, offering brands an exciting opportunity to show up across multiple channels. We’ve all observed the seismic changes over the years. The next step is thinking about what comes next…  

The future of the SERP

We spoke to some of our search experts across both paid and organic to get their insight into what’s coming next, and used their knowledge and experience to visualise the future of the SERP. We grouped our predictions into two types of search queries, an informational one and a commercial one, and mocked up examples of what the SERP might look like for each in the near future. We collated our Paid Search and SEO experts’ views into two graphics, emphasising the presence of integrated search and the need for brands to think multi-channel when it comes to trying to dominate the SERP of the future. This is what they had to say…  

Informational search features

1. AI Overview

“AI Overviews will appear more & more.” One of the biggest SERP disruptors in years, the AI Overview will continue to grow and dominate informational search. In Q4 of 2024, 43% of search results featured AI Overviews, up 9 percentage points on the previous quarter. In the wake of Google’s March 2025 algorithm update, this trend looks set to continue across multiple sectors. We also expect the format of AI Overviews to continue to evolve. With Google’s AI Mode live in the US since the end of May, we expect features from this, including detailed comparisons, to make their way onto other SERPs this year. These new features will join the standard AI Overview, Things to Know, and Search Suggestions to come into play on regular SERPS.

2. AI Overview ads

“Ads will be fully integrated into AI Overviews.” Confirmed at Google Marketing Live, ads will soon be integrated into AI Overviews. As the most prominent part of the SERP and a relatively new addition, it will be fascinating to see how brands use AIOs for ad placements and what Google’s monetisation of this feature will look like.

3. Social search and video

“Informational features will continue to grow and diversify.” Google is increasingly focusing on multi-intent searches by catering to users at various stages of the buying journey. They aim to serve informational content centred on social proof to prompt a purchase. This content often takes the form of social search and video, where users who engage with the topic are leveraged by Google to build trust and prompt transactions. This is likely to grow throughout the year, particularly as we see video platforms such as YouTube and TikTok continue to encroach on Google’s share of search.  

Commercial search features

 

1. Faceted filters 

“The US SERP faceted filter system will roll out across more markets.” Faceted filters are bringing the SERP closer to an ecommerce site’s product listing page (PLP), where customers can filter their products by different options. For retail websites in the fashion industry, this has been commonplace for years, with the ability to filter results by size, colour, style, design, or occasion, to name just a few categories. By implementing this system in the US SERP, Google is bringing users a more streamlined, intuitive shopping experience, which we expect to see replicated in other markets, including the UK, in the next 12 months. Paul Norris, our Senior Director, Organic, said:
“The US SERP is a sign of things to come. They are beginning to mirror an Amazon-like experience as Google wants to tighten its grip on commercial and conversion queries.”

2. Video shopping ads

“We expect to see video-enabled shopping ads in the SERP.” There will be an increase in short-form video and rich imagery in the SERP, making it more visual and striking than ever before to grab users’ attention. With video becoming more prominent in organic and social search, we expect to see shopping ads moving from static images to video to keep pace.

3. Free merchant listings

“Free merchant listings will grow as Google simplifies the user journey.” Free merchant listings, where products appear in the organic, shopping, and image results, are expected to increase. Free merchant listings have gone from appearing on 3% of retail SERPs in 2023 to 75% in 2025. As with AI Overviews and faceted filters, Google is looking to simplify the user journey and make it easier and more intuitive for customers to find what they want.   There you have it, the SERP of the future, from some of the people who know it best. To find out more about how Journey Further can help your search visibility across multiple channels with an integrated approach, get in touch today.

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The future of the SERP – part two | Journey Further UK